when you begin to write direct marketing copy.
Will your copy entice a donation or a sale?
If so, your copy must move along like the hare and not the tortoise. For comparison –
- A good first impression in a job interview is critical for a second visit,
- A wonderful first date may lead to a second date,
- And a powerful first paragraph in your direct marketing can make a sale.
But the main point in this post is to remind you when you write direct marketing copy to sell, for any customer channel, you have only seconds to spend on securing a donor or a customer.
Relevancy is important and equally important is personalization.
Normally, when a customer reaches the point to make a purchase, this purchase point must occur within the first paragraph of the copy. The faster the better.
As is a short paragraph. If not, the purchase point is lost and so is the customer or potential donor. Either one failed to get the point.
To put it another way, a great direct marketing sales piece, eliminates selling talk, such as hyperbole, getting in the way of making a point quickly. Your objective is to get the reader’s attention and attract the reader’s interest, quickly. The copy does not need to set the table for understanding the piece but to generate immediate interest and the reader to make a purchase.
Digital marketing may well be your selling horse.
In the age of digital marketing numerous communication channels are in use, so people do not hesitate to move on to something else, quickly. Even the fastest and most motivated readers cannot read everything they wish. When you are direct, and your readers know your point immediately, they are more willing to connect with you.
To make another great point, beginning a message with the word you, immediately involves the reader. A message that is “you” oriented speaks directly to the need of the reader, who more than likely will get the point.
It is viable to hold back some of the more technical information until later in the selling process or even after the sale occurs. Another point to make is to hold back on the choices and options you offer. Too many choices cause readers to hesitate and even abandon the purchase.
If you have a shopping cart program or are selling products directly from your website, you may want to check the copy to make sure you are getting the most out of these selling opportunities. Landing pages are another website messaging tool that needs short sentences, short paragraphs and even short words, all needing a call-to-action. Consider using more than one call-to-action relevant to personalization.
Here’s another point – when writing email copy think about the length of the subject line. A short subject line was once recommended to get your email opened. However, some of the most succinct points in a subject line, such as free or great low prices, immediately brought spam to the reader’s attention and they would move on to the next email.
Next time you are ready to deploy an email, experiment with your subject lines. Make it dramatic, interesting and directed to the right target audience. If you are able to focus on the reader’s self-interest, the click to open rate will start to rise.
We all believe our message is the most important one our readers will receive in any given day. Make it more important sounding than other copy, make it easy to read and understand. Getting your point across just may start hitting more targets and more sales. Isn’t that an important point of selling?
Use your time and money wisely because the payoff is greater than you think.
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